There are various Facebook apps you can install on your page that suck in content from other sources (such as RSS). If you're using a standard CMS there might be an app especially designed to import content from that.
One advantage of Facebook pages is that it lets you integrate your updates into the daily lives of your users without seeming as spammy as emails can be.
Also if you're buying Facebook Ads people are more likely to click on a Facebook page link than one to an external site.
Facebook fan page is useful to get the traffic for your website, but for that you have to create an very interesting page layout and have to post unique and interesting content on it, which will hold the visitors and make them to visit again. Facebook is very useful as you can get the visits from large number of visitors from there.